The drivers of consumer value in the ECR Category Management model

Abstract

This paper critically evaluates the proposed structure and contents of a frequently discussed Category Management (CM) model in the Efficient Consumer Response (ECR) context. Based on this we present an extensive empirical study where the data from a survey of 202 household representatives are merged with their actual purchasing data taken from a consumer purchase panel (>30,000 purchase observations). The results from an exploratory factor analysis and subsequent multiple regression analyses show that the investigated CM model needs to be amended by personnel and point-of-sale aspects as they affect Consumer Value significantly. The investigated differences between the drivers of Consumers' Value call for including both survey and consumer purchase data and consequently incorporating attitudinal and behavioural aspects into Category Management.

Keywords:

• Efficient Consumer Response
• Category Management
• Consumer Value
• consumer purchase panel
• retail stores
• grocery

Notes

1. The unexpected appearance of loyalty programs in this factor can be interpreted in a way that consumers already regard this extensively used promotional tool as part of the Assortment/Quality/Service dimension of a retailer.

2. An interpretation of the un-standardised regression coefficient indicates that a change in rating on, for example, Personnel/Image by one rating point would change the absolute spending of a household at a retailer by [euro]160, i.e. a remarkable 5.4%.

3. Even the consideration of demographic indicators, i.e. such as household size, income or age, results in a R² of .150 at a maximum.